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Fairy Tale Experiences

Adopting techniques from behavioral sciences we are, as UX practitioners, becoming ever better at nudging users to perform the tasks we want them to perform. But when we remove all barriers and deliver the fairy-tale experience of requiring minimal brain capacity to move forward, we are in fact abandoning our promise of allowing users to make the best choice.

In this talk, where fairy-tale and reality intertwine, I will help you catch yourself and remember why you became passionate about UX in the first place.

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Fairy Tale Experiences

  1. 1. The invisible problem with FAIRY TALE experiences @axbom
  2. 2. @axbom
  3. 3. @axbom Úlfur’s Woolies small       big        about       contact INSPIRATION! My hoods fit your head. OUTSIDE INSIDE PICNIC When you don’t want to show your face. For romantic evenings at home. When you’re visiting grandma.
  4. 4. @axbom PREYPAL money owed
  5. 5. @axbom confirmation shipping + taxes delivery time
  6. 6. @axbom
  7. 7. @axbom A B
  8. 8. @axbom A B c0u ed
  9. 9. @axbom A B h xzm 6
  10. 10. @axbom A B h xzm 6
  11. 11. @axbom A B u wheee!
  12. 12. @axbom A B u wheee!
  13. 13. @axbom wheee! easy!
  14. 14. @axbom OFF ON AUTO-PILOT
  15. 15. @axbom
  16. 16. @axbom profit buyer uses reptilian brain
  17. 17. @axbom How was your What experience? experience?
  18. 18. @axbom The user and you.
  19. 19. @axbom The user and you. I promise to take good care of you. taking responsibility obligation · control promise · conscience pledge · care for
  20. 20. @axbom OFF ON AUTO-PILOT
  21. 21. @axbom
  22. 22. @axbom Ask a psychiatrist
  23. 23. @axbom Buying milk online 6 for 70kr
  24. 24. @axbom Honey!? 18 litres of Huh!? of milk?!
  25. 25. @axbom Making something easy does not create loyalty. Understanding people’s real story does. Patience does. Caring does.
  26. 26. @axbom
  27. 27. @axbom
  28. 28. @axbom
  29. 29. @axbom YOUR WEBSITE HOME      INFO        ABOUT        CONTACT WE ARE UNIQUE READ MORE We are extremely unique and different from our competitors by having a website that looks exactly the same. Always. Three. Columns. We could have four columns. But everyone else has three. Feeling creative we added pic of smiling woman here. Yup, the website layout says we can offer only 3 services. Idea stolen, with utmost respect, from Dave Ellis. / novolume.co.uk
  30. 30. @axbom@axbom
  31. 31. @axbom Goal
  32. 32. @axbom Goal PREYPAL
  33. 33. @axbom OFF ON AUTO-PILOT
  34. 34. @axbom Goal Think. Think. Think. Think. Think.
  35. 35. @axbom Goal
  36. 36. @axbom Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi condimentum nisi non dui ornare, sodales commodo dui fringilla. Aliquam vehicula magna urna, id sollicitudin nunc placerat ut. Aliquam faucibus accumsan sollicitudin. Aenean eu ornare elit, ut eleifend libero. Phasellus ut euismod ex Quis porta enim Donec elementum sapien et justo accumsan dignissim CRAS FAUCIBUS Donec elementum sapien et justo accumsan dignissim
  37. 37. @axbom Consistent user experience is newspeak for SWITCH OFF THE BRAIN. #BreakingNews
  38. 38. @axbom Good friction gives guidance.
  39. 39. @axbom Good friction creates resilience.
  40. 40. @axbom Curling
  41. 41. @axbom Curling parents Treating children like curling stones, sweeping and smoothing their path, essentially creating zero friction. This makes it hard for the children to make balanced decisions and sets them up for disappointment and adversity.
  42. 42. @axbom Treating children like curling stones, sweeping and smoothing their path, essentially creating zero friction. This makes it hard for the children to make balanced decisions and sets them up for disappointment and adversity. Curling parentsdesigners users users
  43. 43. @axbom People need to feel accomplishment. It is liberating to clear obstacles. THAT is an experience. Game designers ADD obstacles.
  44. 44. @axbom Renting a room by the hour
  45. 45. @axbom You will find the password by reading the welcome information carefully. In this film you will find the password for logging in to the booking system, 5 small characters. Your username is in the confirmation e-mail. Code of conduct explained whilst giving out one letter of the password every thirty seconds.
  46. 46. @axbom https://hbr.org/2016/03/kevin-spacey triggerstreet.com “Dana made it hard for people to join, but that was great, because our members were loyal, active and serious.” Kevin Spacey about creating triggerstreet.com, a community for script writers.
  47. 47. @axbom You don’t want to catch everyone. CATCHING EVERYTHING is not an example of good design. You need insights about who you want to reach.
  48. 48. @axbom You must decide where your loyalty lies. user business goal
  49. 49. @axbom Do not hide things that help your users make conscious, deliberate choices in your product or service.
  50. 50. @axbom I’m looking for this… You can think like this… We work like this… Thanks! I get it… Ok, I’ll do this… You decide if you move on…
  51. 51. @axbom Goal
  52. 52. @axbom That was a good workout!
  53. 53. @axbom Only then can we live happily ever after.
  54. 54. @axbom @axbom “Of course you aren't scared of me. I'm not the wolf. You are.” axbom.com/fairytale – The Bad Ones, Stylo Fantome